Prada is collaborating with Giangiacomo Feltrinelli Editore, a long-established Italian publishing house, to host a literary contest. Prada is accepting short story submissions on its official website. The theme is, "Is what we see true? Do the scenes we see through our eyes and lenses really reflect a faithful image?" The contest is inspired by Prada's eyewear collection, produced by global eyewear manufacturer Luxottica. The story can be written in any language. Entrants must be 18 years of age or older, and their work must be at least 10 but no more than 20 A4 pages long (approximately 400 words per page). Submissions must be submitted by email. The deadline is June 18 (local time). Prada and Feltrinelli will review the submissions, and the winners will be announced on December 31. The prize money is 5,000 euros, and the winning work will be published as a digital book.

Prada, which is also committed to artistic and cultural activities, previously held a "Manga Contest" in 2010 to feature its eyewear "Swing Collection." Illustrators and design students from around the world participated. The Prada Foundation will also be sponsoring this year's Venice Biennale.